Paul S. Herrnson is director of the Center for American Politics and Citizenship and professor of government and politics at the University of Maryland. He is the author of Congressional Elections: Campaigning at Home and in Washington, 4th ed. (2004) and Party Campaigning in the 1980s (1988) and coauthor of The Financiers of Congressional Elections (2003). He is coeditor of several volumes, including War Stories from Capitol Hill (2003), Responsible Partisanship? The Evolution of American Political Parties Since 1950 (2003), Multiparty Politics in America, 2nd ed. (2002), and Playing Hardball: Campaigning for the U.S. Congress (2000). He has served as an American Political Science Association congressional fellow and has received several teaching awards, including an Excellence in Teaching Award from the University of Maryland.
Tables and Figures
Preface
Authorship and Acknowledgments
Introduction
Chapter 1 The Strategic Context
The Candidate-Centered Campaign
The Institutional Framework
Political Culture
Campaign Technology
The Political Setting
Recent Congressional Elections
Chapter 2 Candidates and Nominations
Strategic Ambition
Passing the Primary Test
Nominations, Elections, and Representation
The Senate
Chapter 3 The Anatomy of a Campaign
Campaign Organizations
Campaign Budgets
Senate Campaigns
Chapter 4 The Parties Campaign
National Agenda-Setting
National, Congressional, and Senatorial Campaign Committees
Strategy, Decision-Making, and Targeting
Campaign Contributions and Coordinated Expenditures
Campaign Services
Outside Campaigns
The Impact of Party Campaigning
Chapter 5 The Interests Campaign
Organizing for Electoral Influence
Strategy, Decision-Making, and Targeting
PAC Contributions
Campaign Services
Outside Campaigns
The Impact of Interest Group Activity
Chapter 6 The Campaign for Resources
Inequalities in Resources
House Incumbents
House Challengers
Candidates for House Open Seats
Senate Campaigns
Single-Candidate Super PACs and 501(c) Organizations
Female Candidates, Political Movements, and Campaign Fundraising
Chapter 7 Campaign Strategy
Voting Behavior
Voters and Campaign Strategy
Gauging Public Opinion
Voter Targeting
The Message
Chapter 8 Campaign Communications
Television Advertising
Radio Advertising
Newspaper Advertising
Direct Mail and Newsletters
Telephone Calls
Digital Advertising
Free Media
Attracting Coverage
Fieldwork
The Importance of Different Communications Techniques
Outside Campaigns
Chapter 9 Candidates, Campaigns, and Electoral Success
House Incumbent Campaigns
House Challenger Campaigns
House Open-Seat Campaigns
Senate Campaigns
Claiming Credit and Placing Blame
Chapter 10 Elections and Governance
The Permanent Campaign
A Decentralized Congress
Political Parties as Centralizing Agents
Responsiveness, Responsibility, and Public Policy
Chapter 11 Campaign Reform
The Case for Reform
Obstacles to Reform
The BCRA and the DISCLOSE Act
The NVRA and the HAVA
Some Ideas for Reform
Notes
Name Index
Index
